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American Morning

Prada Has Opened What May be Most Avant-Garde Store in Entire World

Aired January 09, 2002 - 09:53   ET

THIS IS A RUSH TRANSCRIPT. THIS COPY MAY NOT BE IN ITS FINAL FORM AND MAY BE UPDATED.

THIS IS A RUSH TRANSCRIPT. THIS COPY MAY NOT BE IN ITS FINAL FORM AND MAY BE UPDATED.
ANDERSON COOPER, CNN ANCHOR: If you're shopping for the most stunning store, look no more further. Prada has opened what may be the most avant-garde store in the entire world. Customers are taking the eye-catching architecture, along with some unwelcome prying views, thanks to cameras in the dressing rooms.

CNN's Jeanne Moos went shopping with cameras of her own.

(BEGIN VIDEOTAPE)

JEANNE MOOS, CNN CORRESPONDENT (voice-over): If you think this is what a store looks like, look what's in store for Prada customers.

UNIDENTIFIED MALE: It's called The Wave.

MOOS (on camera): So we're in The Wave?

UNIDENTIFIED MALE: We're in the wave.

MOOS (voice-over): Folks enter the new Prada store by architect Rem Cuhas (ph) as if it's a retail temple.

UNIDENTIFIED MALE: Great to shop in here. It's like being in a museum.

UNIDENTIFIED FEMALE: I mean, it's a whole new dimension to shopping.

MOOS: From the round glass elevators to the dressing rooms that turn opaque, to Prada, this is no mere store.

UNIDENTIFIED MALE: We're calling this one -- to Prada, this is the first epicenter store.

MOOS: And the epicenter of the epicenter store is The Wave, tempting for a skateboard.

UNIDENTIFIED MALE: I did run up a quick second, go like this.

MOOS: One side of the Wave is a shoe display area. Sears it ain't. By night, the shoe display can be turned into stadium seating, and The Wave that itself opens into a stage.

What's that thing hanging there, you ask?

UNIDENTIFIED MALE: It's a sneaker sock. There's actually a lot of audio behind that knitted sock.

MOOS: Who needs to window shop when you're stage struck? Even if the speaker sock gets stuck. Other stores have become architectural attractions.

Camde Garson's (ph) tunnel entrance was startling when it first opened. The new Isa Miaki (ph) store features sculpture by Frank Gary (ph).

And now, Prada, with wallpaper as changeable as clothes.

UNIDENTIFIED MALE: It will change with the seasons.

MOOS: You can even change the lighting in your dressing room with a push of a button, though it's not easy figuring out which buttons to push.

(on camera): What's wrong?

UNIDENTIFIED FEMALE: How do you get out?

MOOS: How do you get out?

UNIDENTIFIED MALE: I thought were security.

MOOS (voice-over): And then there is the most talked about innovation.

UNIDENTIFIED MALE: The magic mirror.

Mirror, mirror on the wall, who's got the loveliest derriere of them all?

UNIDENTIFIED FEMALE: Certainly gives you the whole picture!

UNIDENTIFIED MALE: You can see what you don't want to see.

MOOS: A tiny camera affords you the rear-view image.

UNIDENTIFIED FEMALE: I like the lag.

MOOS: There's a slight delay in the video.

(on camera): Did you look at your rear view.

UNIDENTIFIED MALE: I did. It was a distressing moment.

UNIDENTIFIED FEMALE: Totally enjoying it. I love it. It's really fierce (ph).

MOOS (voice-over): Travel case, $3,000, peasant blouse, $460, rear view -- priceless.

(on camera): Did you see your rear end?

UNIDENTIFIED MALE: Did you see my rear end?

MOOS: Even Prada's doggy customers now have eyes in the back of their head. Now, that's an epicenter.

Jeanne Moos, CNN, New York.

(END VIDEOTAPE)

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